Brands beware - get relevant now or die trying

Business Insider's article on a list of brands / industries that millennials are turning their backs on is an alarming read for anyone working in marcomms.

The key outtake here is that brands need to make themselves relevant.

They cannot afford to sit on their laurels and assume consumers will still do what they've always done.

They need to take the time - and money - to fully understand what millennials want. And if their product or service isn't offering that then they need to make changes damn quick.

Just look at major brands like Sears, Applebees and Hooters. Whether they saw the change in consumer behaviour or not they haven't adapted fast enough and now they're suffering - declining sales, leading to job cuts and closures. This doesn't bode well. Brands need to learn from them and do whatever it takes to stay relevant, or die trying.

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Almost 40% of millennials surveyed by Mintel said cereal was an inconvenient breakfast choice because they had to clean up after eating it, The New York Times reported in 2016.Instead, younger consumers are turning to convenient options with minimal cleanup that can be eaten on the go, from yogurt to fast-food breakfast sandwiches.